The Australian Jewellery Fair (AJF) has come and gone for another year, further cementing its position as a staple event of the industry.
The two-day event, held at Sydney’s International Convention and Exhibition Centre (ICC), turned into a bustling event for retailers and exhibitors alike.
Fair organiser and Expertise Events managing director Gary Fitz-Roy told Jeweller that the fair was a “resounding success”.
“With Mother’s Day fast approaching, the fair provided an excellent opportunity for retailers to view the newest releases and get a feel for the year ahead. The event was time-efficient for attendees, allowing them to make the most of their visit and get back to their businesses as quickly as possible,” he explained.
“On behalf of Expertise Events I would like to thank all those who attended the fair and helped make it such a success. We look forward to continuing to provide a valuable platform for the industry to connect and thrive.”
Satisfied exhibitors
‘Connection’ is often cited as the key aim for exhibitors at events such as the AJF and New Century Findings (NCF Aus) marketing manager Jeni Langanke said face-to-face encounters were vital in the trade.
“We were able to connect with many new people at the fair and enjoyed talking with a variety of industry people, from retailers to students and custom designers,” she said.
“The fair is an ideal opportunity to better understand what’s going well, and not so well, in the industry so we can adjust our inventory and delivery accordingly. Fellow exhibitors were very complimentary also and many bought off the stand on the last day. The significant positive was the volume of sales we made – which was unexpected.”
This was also the experience reported by the staff at Ellendale Diamonds, which takes pride in the unique range of homegrown diamond jewellery on offer.
“Because we are based in Western Australia, it is important for us to be present and connect with local jewellers as often as possible to showcase our exclusive inventory of Australian loose diamonds and jewellery range,” marketing manager Gersande Price said.
“We enjoyed the show as always and are pleased to report we have connected we many new retailers with successful sales and great future opportunities.”
For some businesses, the most important goal of an event such as the AJF is not to create new partnerships, but to strengthen existing ones.
Becks national sales manager Larah Brown told Jeweller it was always a pleasure to see such a large percentage of the industry under one roof.
“The most significant positive was connecting with existing clients, as well as signing up new business accounts,” Brown said.
“We had a great fair. We were run off our feet with new and existing clients asking about our new service, Bespoke by Becks. We have had great feedback from retailers who are using this service, and new businesses who are eager to get on board.”
She added: “We actually ran out of our brochures due to interest.”
Optimistic outlook
The AJF came hot on the heels of the successful Melbourne Jewellery Expo in February and once again three of Australia’s buying groups supported the event, with Nationwide Jewellers, Leading Edge Group Jewellers, and the Independent Jewellers Collective each taking part.
In the past, all three buying groups have praised members who have showcased proactivity and forward-thinking in the face of a challenging economy.
This was a message echoed by John Wertheim, managing director of JS Landau, who said that businesses that run low on inventory because they think the economy will ‘stall’ are risking future difficulties.
“We believe the Australian economy is overall very strong and consumer sentiment is generally positive and a good year is in store, and the negativity around should be viewed in context,” he explained.
“The significant positive we drew from the fair is that it continues to reinforce the fact that COVID has permanently changed the way we all do business.
“We decided early in the pandemic to be positive and invest. We also increased our stock levels massively with new designs and continue to attend all the Expertise Fairs – they have great pulling power being the traditional fair.”
Don’t miss out
All eyes now turn to the International Jewellery Fair (IJF) in Sydney, beginning on Saturday 19 August at the ICC. The theme of this year’s IJF will be ‘The Real Thing’.
Fitz-Roy said that the success of the AJF highlighted the value of reinvestment in the trade.
“The fair also underlined Expertise Events’ investment in the industry, with the organisers controlling costs while adding value wherever possible,” he said.
“One of the highlights of the fair was the networking aspect, with complimentary food and refreshments provided, along with an industry networking cocktail party. This provided a fantastic opportunity for attendees to mingle and make valuable connections, further strengthening the industry.”
He added: “This commitment to providing a quality event that delivers results for exhibitors and retailers was evident in the strong support from the three major buying groups.”
One of the most eagerly anticipated ‘sub-plots’ of the IJF will be the launch of Jewellers Den, a new initiative to support up-and-coming members of the industry – with tens of thousands of dollars of prizes on the line.
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